Results and Effectiveness
230,000 visitors in less than one month
More than 1,600 people used the audio to recreate a video of their own story.
Earned media valued at US$201,690
Thousands of Colombians living abroad in more than 123 countries visited the website, looking forward to reconnecting with their own country.

Creative Execution
To achieve our goal, we had to unite everyone in Colombia with a single feeling. This is how we accomplished something that seemed impossible:
One day in August, while everyone in Colombia was watching soap operas, we turned each television set, and each Colombian network to black, pitch black. Something that had never happened before in the history of Colombian television (or elsewhere), and for two minutes only, we heard the voice of a man inviting viewers to think about the small things again, to find the value of friendship, silence, children. Yes, two entire minutes of no images, but time to reflect about life (like in the old days of radio but on television). At the end, a link www.lavidaesunaganancia.com (lifeisaprofit.com); nameless, brandless. (On the website visitors could create their story using their own pictures and the same voice from the TV spot).

Insights, Strategy & the Idea
In a year hit by the crisis, everybody gets concerned about the economy, everybody speaks about “saving”.
El EXITO, the biggest retail shop in the country, needed to reach and touch the hearts of everyone in Colombia. For a moment, it had to step aside and change from its approach from a retail shop only concerned about selling goods, to a caring one, the one inviting customers to save on everything but the good stuff in life. That one that reminds a country distressed by the crisis the value of simple things in life, like hugging a friend.